Imagine you’re driving around town knocking on doors to get new clients (we cover more on the problems with door knocking later).
This can hard enough as it is.
Maybe you connect with the decision maker but you probably don’t. At least you know the person at front desk.
You made 10 calls and it’s time to head back to the office. Just as you’re pulling in, you look in your mirror and to your disbelief, you see a bunch of dollar bills blowing out from the back of your car.
“How long has that been going on?!” you wonder.
All you can see is money blowing down the street.
If Money Was Falling Out Of Your Pocket, You’d Want To Know About It Too, Right?
At BR Marketing, we work with commercial cleaners and janitorial companies.
We know how hard it can be to work a list of leads and get new clients. But the work doesn’t stop there.
Many cleaning businesses are trying a shotgun approach and hoping that they can work the numbers game. (That in itself can be a problem, because you’re sacrificing quality over quantity and potentially wasting energy on bad prospects.)
But the main problem is they don’t focus enough on what happens after they connect with these people - which is crucial.
Leaky Bucket Syndrome
This is what I call the Leaky Bucket Syndrome – when we focus so much effort on getting more “into the bucket” but neglect to make sure that that bucket itself is still full.
While regularly searching for new leads is a good thing, it’s only worthwhile if those leads are being converted into commercial cleaning jobs or high-paying janitorial accounts.
You can get all the clients in the world, but if your systems aren’t set up properly to engage, nurture and serve those clients, then they will end up leaking right on out over time.
And this leak isn’t water either. It’s losing customers, market share and cold, hard cash.
How do you Solve a leaky bucket problem?
You’ve basically got got 3 options.
Plugging the leaks
Adding more water or
Getting a new bucket.
At BR Marketing, we have a system that not only plugs the leaks in your bucket, but we can also provide additional buckets of customers and a tap with which we can control the flow of leads.
How does it work?
You can essentially break down our system into 3 parts:
- The Process
- The Parts
- The People
You won’t find our processes anywhere else. That’s our secret sauce. We design, build and execute a custom targeting, lead generation, engagement, nurturing and follow up machine that drives results and ROI.
All you have to do is follow the process, speak with prospective clients and schedule your demo or consultation.
We use a proprietary business development platform combined with premium software applications to generate consistent client engagements.
Our team are results-orientated and client-focused. Led by Bref McHugh, who has over a decade of business development and marketing experience - our people do what technology just can’t.
And the results of implementing this system correctly?
You’ll have a business development and growth engine that functions smoothly, steadily and effectively – so that you (and your team) can focus on the next job, key accounts and retaining happy customers who refer to others.
We know from speaking with clients that the same old methods won’t even get you the same results any more.
Grinding out more cold calls, door knocking, flyers, direct mail, networking, or going to more conventions. All of these and many more lack a crucial component - the ability to follow up effectively and to automate the process.
Traditional business models are becoming outdated and current business systems (or sometimes lack thereof) are losing them money.
At the end of the day the leaky bucket is a direct threat to not only growth, but to the very survival of your commercial cleaning company.
It was clear for some of our clients that this could impact the legacies that they hoped to leave for their children.
We want to help you avoid that - sign up for a free strategy session today.
Leaky Buckets Don’t Lie When It Comes to Raw, Hard Math
How much does it actually cost you to acquire a new customer?
Don’t worry - a lot of our clients didn’t have an answer for that question until they started working with us.
It can be anything from 6 - 8 times more expensive to acquire a new customer than it is to retain an existing one.
This makes attracting, converting – and keeping – existing leads coming into the business a must for anyone operating in a competitive environment such as commercial cleaning and janitorial.
To calculate your Customer Acquisition Cost (CAC), you simply add up your sales and marketing costs (for a specific time) and divide by the number of new customers. Your sales and marketing costs should include advertising, salaries, commissions, bonuses and overhead.
(COST OF SALES + MARKETING) / (NEW CUSTOMERS) = CAC
So if, for example, your annual sales and marketing costs were $50,000 and you gained 25 new customers, your CAC would be $2,000.
If your average commercial cleaning account generates say $6,000, then paying $50k to add $150,000, which is an ROI of 300%.
You’ll want a low CAC, obviously. But once you establish a benchmark, an increasing CAC will indicate a possible problem with your sales or marketing effectiveness and once you know this, it can be addressed.
Now consider how much more you could achieve (both in your business and at home with your family) if you had a system humming in the background, knocking on digital doors for you
(To access the CAC spreadsheet, please click here.)
To access more resources including Marketing Math & Metrics, click here)
Do You Suffer From Leaky Bucket Syndrome?
These kinds of holes in your bucket are truly draining. Mentally, emotionally and financially.
As Jim Rohn said…
”Either you run the day or the day runs you”
The good news is this: ALL of these things can be solved with the right systems and team in place.
So before you fill up on gas and hop into your car, consider reaching out to us for your complimentary business Strategy Session.
We’ll take 30-45 minutes to go through what you’re doing, challenges you face and opportunities that need to be seized. You’ll gain a clear understanding of what it will take to grow your business to where you want it to be.
Then we can discuss our process. And don’t worry - we don’t do sales pitches because you are either a fit, or you’re not and either way is OK.
To your success.